EMG Webinar: Beyond the Demographic: Using Psychographic and Ethnographic Data to Optimize the Online Consumer Experience
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The webinar discusses the importance of utilizing psychographic and behavioral data to enhance the online consumer experience beyond traditional demographic profiling. It offers strategies for targeted engagement through data acquisition, behavioral analytics, and creating personalized web experiences based on consumer interests and life experiences. The presentation includes various case studies illustrating effective consumer profiling techniques and the benefits of adopting these modern marketing approaches.
EMG Webinar: Beyond the Demographic: Using Psychographic and Ethnographic Data to Optimize the Online Consumer Experience
- 1. Beyond The DemographicUsing Psychographic and Behavioral Data to Optimize the Online Consumer Experience# EMGWebinarPresented by: Damien Navarro, Brenda Castelo, Mike Funk09/21/2011
- 2. Welcome!2About EMG Webinars Short Q&A session will occur at end of presentation
- 3. Webinar presentation will be recorded
- 4. Links to be sent to attendeesPresentation posted to EMG Knowledge Center
- 5. About EMG & Core CompetenciesFull-service digital marketing and communications agency
- 6. Headquartered in Los Angeles, CA
- 8. Clients Diversity Includes: About EMG & Core CompetenciesStrategyMediaPlans brand stories and experiences that engage consumers in relevant, meaningful waysPlans propagation of brand stories and experiences through owned, paid, earned and shared media CreativeTechnologyTranslates brand stories and experiences to visual identity and conceptsDiscovers new methods of consumer engagement utilizing technology
- 9. Panelists Mike FunkStrategic PlannerBrenda CasteloVP Strategy & MediaDamien Navarro Managing Partner
- 10. In This Webinar you Will Learn How ToThink beyond demographic profiling and why it is fiscally beneficialAcquire more specific data sets and ways to measure Use those data sets to get started on targeting new consumersCraft engaging and personalized web features and experiences
- 11. Hispanic Brand LoyalistPhoebe – 2nd Generation & Mother
- 12. Hispanic Brand LoyalistPhoebe – 2nd Generation & MotherLisa – 1stGeneration, ESL & Student
- 13. Hispanic Brand LoyalistPhoebe – 2nd Generation & MotherLisa – 1stGeneration, ESL & Student
- 14. Teen Trend SetterKyle – Football Captain & Math WizBlaine – Madden Football Expert & Prom King
- 15. Active RetireeMarvin – Golf Enthusiast & VolunteerAlex – Artist & Guest Lecturer
- 16. Busy MomMary – Chocolate Lover & Distance RunnerBeth – Sports Fanatic & Political Advocate
- 17. What Does the Busy Mom’s Day Actually Look Like?
- 18. Traditional Demographic ProfilingAge bands “Generation”GenderIncomeSocial classEducationLocationRelationship statusReach tends to be limited by traditional “subject-centric” media
- 19. Traditional Demographic ProfilingAge bands “Generation”GenderIncomeSocial classEducationLocationRelationship statusReach tends to be limited by traditional “subject-centric” mediaOutcome: Limited, Out-of-Touch, Generic
- 20. Painting a More Vibrant Picture of the ConsumerUse psychographic profiling to create profile depthUtilize real-time user data and analyticsAccount for life experience and interestsDetermine likes and dislikesConsider unique cultural differences and preferencesExplore real-world influencers and responses
- 21. Painting a More Vibrant Picture of the ConsumerExample: Non-profit animal rescue seeking donors. BEFOREAFTERAnimal Rights PhilanthropistMale, 47 years oldMarried with 2 childrenReads financial publications$120,000+“The Awakener”Evangelizes no-kill platform
- 23. Researches and learnsPainting a More Vibrant Picture of the Consumer“The Awakener” Experience Diagram
- 24. Profiling by ExperiencesTactic: “Day in the life” storyboards and creative mood boardsTactic: Documentation of Target Audience Lifestyles & ExperiencesTactic: Consumer Lifecycle Diagram and Workflows4%
- 25. Profiling by ExperiencesBanner Health: Cardon Children’s KidZoneInteractive game to help children understand, or relieve fear about, their hospital stay.Profile insights derived from:Onsite observations User Interviews and focus groupsStoryboardingVirtual Walk Throughs
- 26. Profiling by Engagement Behaviors Tactic: Monitoring Where, When, Why, How They Engage OnlineTactic: Identifying Media ConsumptionTactic: Analyzing Key Performance Indicators and Task Completion4%
- 27. Profiling by Engagement BehaviorsLoma Linda University Medical CenterComprehensive cross-channel engagement, monitoring and analytics.Profile insights derived from:Website analytics & conversion data
- 28. Historical search data analysis
- 29. Call center call recordingsProfiling by Interests & Content ConsumptionTactic: What types of content formats do they consume? Video, featurettes, blogs?Tactic: What topics are they driven to?Tactic: What keywords and nomenclature are they using to search?4%
- 30. Profiling by Interests & Content ConsumptionNBC Universal: The Fourth KindBranded content to build awareness.Profile insights derived from:Social listening of niche communities (paranormal)
- 31. Social monitoring and community engagementProfiling by Medium & Technology UsageTactic: Understanding Mobile Access & UsageTactic: Understanding Work vs. Home accessibility and touch pointsTactic: Understand access to broadband usage and touch points4%
- 32. Profiling by Medium & Technology UsageState Farm: Asian Language CampaignEnglish and in-language media campaign and landing pages .Profile insights derived from:A/B testing (searches in English, consumes content in-language)
- 33. Website analytics & conversion data
- 34. Call tracking (prefers to call)Profiling By Online Social/Community BehaviorsTactic: Crowdsourcing & Social Listening Tactic: Identifying indirect relationships and influencersTactic: Assessing conversations and sentiment4%
- 35. Profiling By Online Social/Community BehaviorsSocial data: Unsolicited survey or focus group
- 36. Profiling By Online Social/Community BehaviorsDemographic analysis of active dialogue online reveals which niche audiences are actively interested in the brand (or relevant topics)Technophiles & Gadget GeeksTheatricalExperience3D TechnologyComic MoviesMovie FanaticsHeavy GamersMovie Reviews
- 37. Profiling By Online Social/Community BehaviorsConversation analysis uncovers topic trends
- 38. Profiling By Online Social/Community BehaviorsAmerican Sentinel: Digital Marketing StrategyCross digital channel marketing plan for acquiring leads from military audience.
- 39. Profiling By Online Social/Community BehaviorsAmerican Sentinel: Digital Marketing StrategyCross digital channel marketing plan for acquiring leads from military audience. “ADVANCER” “CHANGER”Key QuestionsDo civilian employers value this degree?What networking opportunities exist?What job placement opportunities exist?CAN ASU teach me the necessary skills that allow me to be successful in a civilian job?Key QuestionsIs this the right school/program for me?What resources will ASU provide?Is this program unique/special in any way?What organizations are affiliated with ASU?Personas developed utilizing online social intelligence from a comprehensive analysis.
- 40. Questions?We’d love to hear from you. Please Let us know if you have any questions!
- 41. Q & AThank You!Contact us today to learn how EMG can apply its expertise in developing and implementing your institution’s persona to help you get started!Toll Free: (866) 62-EARTHwww.visitemg.comFULL WEBINAR AVAILABLE TOMORROW AT:Youtube.com/earthboundmediagroupEarthboundmediagroup.com/emg/home/knowledge-center/webinars.htmlSTAY CONNECTED WITH EMG:Twitter.com/EMGtheAgencyFacebook.com/earthboundmediagroup
- 42. Thank You For Your Time! Damien Navarro Managing Partner dnavarro@visitemg.com 949.857.4000 x 101
Editor's Notes
- #5: Brenda:
- #23: Profile:A globally recognized leader in health careAdmits more than 33,00 inpatients and roughly half a million outpatients annually Challenges:Heavily decentralized governance structureIn-house, home-grown content management solutionLow adoption of existing content management solutionLimited personnel and communications resourcesPain-point driven, decision-making processNeeded consistent brand maintenance across the enterpriseNeeded online visibility to attract new patientsNeeded more dynamic, user-focused web experienceNeeded better outreach to users The Outcomes:$4 million+ revenue generated solely by online self referrals470% increase in total physician referrals per monthIncrease in unique visitors from 50/day to 3084/day Page views increased from 150/day to 10,076/dayTraffic sources increased from 70 to 1,166,468Increase in keyword visibility from 249 traffic generating keywords to 50,000+#1 Google Ranking across various service lines – up from low of #150 57%+ of ALL new patient inquiries coming from the webOnline referrals converting at 15-18% vs. offline marketing at 6%